The Crowd: A Study of the Popular Mind

Le Bon published this in 1895 as an analysis of how individuals behave differently when part of a crowd, and it became one of the founding texts of social psychology despite its methodological failings.

His central claim is that a crowd possesses characteristics different from those of its members, that individuals in a crowd lose their sense of individual responsibility, become suggestible, and act on emotion rather than reasoning. He identifies three mechanisms: anonymity, which removes personal responsibility; contagion, by which behaviour and emotion spread through the group; and suggestibility, which he compares to a hypnotic state.

His account of how crowds are led is the material that has had the most consequence. He argues that a leader must use assertion without proof, repetition, and contagion; that reasoning has no effect on a crowd while images and simple slogans do; that a crowd requires certainty and rejects nuance; and that prestige, whether personal or acquired, is what makes a leader accepted. The book was read by Mussolini, Hitler and Goebbels, and its influence on twentieth-century propaganda is documented rather than inferred.

The methodology is nonexistent. Le Bon generalises from observation, the class and racial assumptions are of their period and are offensive, and modern crowd research contradicts many of his claims, particularly the loss of individual rationality and the depiction of crowds as inherently irrational. Reicher and others have shown that crowds behave according to shared social identity rather than losing identity. Read it as a historically consequential document rather than as psychology.